September 22, 2022
  • September 22, 2022

Belstaff roams Morocco in a laid-back countryside

By on March 7, 2022 0

Inspired by the beach, the new collection offers lightweight and versatile materials. Image credit: Belstaff

British fashion brand Belstaff has escaped the chill to visit the warm coast of Morocco as it celebrates its Spring/Summer 2022 collection and looks forward to the summer season.

In a short film, “Wavelength,” the brand takes its latest summer styles to the Bay of Taghazout, Morocco, a fishing village turned quirky surf and skate hotspot. The bright and warm campaign contrasts with typically cool Belstaff branding, signaling the season for change.

sun and sand
The gritty, ’60s-style film follows a group of friends who vacation together, evoking a sense of nostalgia for summer days with little responsibility.

The film’s coloring is warm – almost a sepia tone – sparking excitement for the seasons to come, while reminding audiences of feelings of relaxation, tranquility and community.

Belstaff’s campaign is a hot reset of its generally cooler online presence

Different images of the city show young people having a drink with friends, skateboarding, surfing, strolling through bright alleys and reveling in the sights. Goats roam the streets, while two older gentlemen play instruments and dance on a terrace.

About 15 miles north of Agadir, Taghazout Bay began to transform from a fishing village into a surfing hub in the 1960s, as it was a stop along Morocco’s “Hippie Trail” – a popular pilgrimage through northwest Africa between the 1950s and 1970s.

After some travelers decided to stay in Taghazout, they started bringing money to the city through surfing. Today it is considered one of the best surf towns in Morocco.

Taghazout began to become a surfing hub in the 1960s, and since then has hosted a growing skate culture. Image credit: Belstaff

Inspired by people who make the smooth transition from mountain to shore, the collection includes new technical textiles ideal for travel and lightweight materials for different weather conditions.

Together, the men’s and women’s collections range from $40 to $1,695 and include bags, outerwear, accessories and more.

Skate in luxury
Although not usually associated with luxury and certainly not new, skateboarding has become more popular among young people around the world, and luxury is starting to take notice of its cultural importance.

Last summer, Canadian department store chain Holt Renfrew shined the spotlight on local skateboarders to bring skateboard-inspired summer style to life.

His summer ad effort, “Holts Playground,” featured skaters who share their love for culture, what skating has taught them, and the importance of diversity in the sport. Filmed in Windsor and Toronto, the campaign features members of Bliss Skateboard Shop as well as skaters from across the country trying to blaze new trails in the sport.

In the short, close-up shots of skateboarding tricks are shot with groups of friends in an urban setting. Through voiceover, skaters share their thoughts on why skate culture matters and how it should be represented more (see story).

In 2019, Italian fashion label Gucci exemplified the inspiration behind its Grip watch through a visual project focused on global skate communities.

Creative director Alessandro Michele modeled the watches after the tape skaters use on their boards to create friction. To present the unisex watch, Gucci enlisted skateboarders and artists to capture the stories of skateboarders in different corners of the globe (see story).

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